Emotional Influences on Sport Event Marketing

Management and marketing of sport events demand an
interdisciplinary approach, where one major
component is often underestimated if not forgotten.
The emotional influences on sport event spectators
play a significant role when it comes to the
decision whether or not to take part at a sport
event. The aim of this scientific work is to
analyse the importance and awareness of the
emotional impact on spectators behaviour towards a
sport in general and sport events in particular with
regards to sport event marketing. The biggest
challenge therein lies in the area of measuring the
different categories of emotional impact and to
subsequently identify strategies how to incorporate
these emotions in marketing communication. Research
in this area has shown a strong upward trend in
recent years, however a sophisticated implementation
of emotional influences on sport event marketing
cannot yet be considered as realised and put into
practice. The point of accomplishing and developing
a strategic and fundamental basis for applied
emotion marketing has not been reached yet.

Autorentext

Maria Kiebacher, BA completed her academic studies of "Tourism and Leisure Management" at the University of Applied Sciences in Krems (Austria) and is currently attending the Master's programme. Maria Kiebacher is an Italian citizen and lives in Vienna (Austria).

Klappentext

Management and marketing of sport events demand an interdisciplinary approach, where one major component is often underestimated if not forgotten. The emotional influences on sport event spectators play a significant role when it comes to the decision whether or not to take part at a sport event. The aim of this scientific work is to analyse the importance and awareness of the emotional impact on spectators' behaviour towards a sport in general and sport events in particular with regards to sport event marketing. The biggest challenge therein lies in the area of measuring the different categories of emotional impact and to subsequently identify strategies how to incorporate these emotions in marketing communication. Research in this area has shown a strong upward trend in recent years, however a sophisticated implementation of emotional influences on sport event marketing cannot yet be considered as realised and put into practice. The point of accomplishing and developing a strategic and fundamental basis for applied emotion marketing has not been reached yet.